13. DIESEL.COM BELONGED TO THE HEIDIES Six video cameras, 24 hours a day, live for 5 straight days on diesel.com. This is the story of two gorgeous crazy girls who stole the new Diesel Intimate collection, kidnapped a nice guy, locked themselves (and him) in a hotel room. All for their 15MB of fame.
14. The Heidies was our idea to launch Diesel’s new intimate collection to young people around the world We understood that there is a generation today who use online platforms for self-publicity stunts: acting weird on the internet makes you famous! What happens when a brand like Diesel (humorous, original, provoking) parodies this behaviour?
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16. Branded content 24/7 with 100% user interaction. With graphical references to blogs and myspace the Heidies began the 2.0 hunt for 15 MB of fame. All pictures were taken as it happened and then uploaded to the Internet without any retouch. Almost all pictures were snapped by the Heidies and their hostage! A live site An unconventional approach to fashion
17. The response was beyond expectation. The Heidies received e-mails from all over the world, music videos, messages and more! Can you measure fame by the friends you have on places such as myspace? The Heidies spent a few hours on myspace, getting to know some "celebrity friends”! http://www.myspace.com/Heidie1And2 Response from fans Friends forever!
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20. Challenge Once a credible running brand, Reebok wanted to reinvigorate it’s recognition among runners by creating a movement focusing on the joy and fun of running.
21. Insight The simplest sport in the world had been communicated as if it was only for the elite and as a result had become inaccessible to most. Running had become over-complicated.
22. Solution RUN EASY - Running at the speed of chat An initiative designed to encourage fun and easy participation in running. Digital was the lead mechanic with support from OOH, TV and cinema. At the hub of the Run Easy movement is www.goruneasy.com . The site fosters community building through user-generated content capabilities that help runners connect and share their running experiences. It leverages existing tools and behaviors to create a running experience where visitors can easily map out and share favourite running routes, post snapshots of sights to take in while on a run, upload music playlists, and join discussion groups.
